Talk, Share, eXchange

April 28, 2015

Increasing Your Online

Presence

Agenda

Changing Customer Behaviour Online

Mobile Web

SEO (& Social Media)

Google Analytics

Q&A

Broker Panel

Tyler McDougall Marketing & IT Coordinator Rhodes & Williams Insurance Brokers

TSX - Increasing Your Online Presence

Jason Galon General Manager Galon Insurance Brokers

Customer Trends

Customers have gone digital: they expect us to do the same

71% of customers use the Internet to research

insurance before making a purchase

Changing Customer

Customers have gone mobile, including how

they research insurance:

use mobile

devices use ONLY

mobile

devices

use social

media

Changing Customer

DIY(Do-it-yourself) Customer: becoming more

comfortable doing insurance business online

51% of auto insurance shoppers use online quoting

72%

28%

And are using direct writers to do

so…

Direct Writers

Everyone Else

The Mobile Web

Why implement a mobile website?

VS.

Google favours mobile-friendly sites (April 2015 algorithm update)

Enhanced customer experience

Added convenience

GalonInsurance.ca - Mobile

Website

RhodesWilliams.com - Mobile

Website

Survey Results

Does your brokerage have a mobile website?

61% 15%

24%

Yes

No, but we are planning on

implementing a mobile-

optimized website in the near

future

No, we have no plans on

implementing a mobile-

optimized website in the near

future

61% already have a mobile website

The Mobile Web

Separate vs. Responsive

White paper

Get more details from the CSIO mobile

white paper

www.csio.com/mobile-websites

SEO

What is SEO or Search Engine

Optimization? SEO is the process of ensuring that search engines such as Google give your website high priority, placing it near the top of the list of results when potential

customers search for insurance.

Can be as valuable as a corner storefront, greatly increasing your website’s visibility and share of digital traffic.

VS.

Survey Results

44% have already implemented an SEO strategy

31% plan on implementing one in the near future

Have you implemented an SEO Strategy?

44%

31%

25%

Yes

No, we currently do not have

an SEO strategy but we are

working on implementing one

in the near future

No, we have no plans on

implementing an SEO strategy

SEO

SEO….

By the Numbers

SEO

Organic vs. Paid SEO

SEO

*From Google AdWords Keyword Planner

Insurance Brokers

Keywords

SEO

Keywords

SEO

Keywords

Google AdWords Keyword Planner:

SEO

Keywords

SEO

Link Building & Authoritativeness

Backlinks are incoming hyperlinks linking from

another website to your own.

Relationship-based link building: establishing

relationships with authority site owners.

Create links to your National &

Provincial Broker Association

Websites

SEO

Google+ Local – Admin Perspective

SEO

Google+ Local – Customer Perspective

SEO

Content Creation Google has made it a top priority to deliver sites with high-

quality content to their users.

SEO

Blog posts created by Galon Insurance Brokers,

hosted on their site

SEO

Videos created by Rhodes & Williams Insurance

Brokers, hosted on YouTube

SEO

Social Media

Having a social media presence of some kind will greatly help your SEO efforts.

SEO

89% experienced improved ranking of their

website on Google and other search engines

What benefits have you gained from your SEO strategy?

White paper

Check out the SEO white paper & videos

CSIO.com/search-engine-optimization

Web Measurement

Google Analytics (and other tools)

Measure your Success

Monitor your Website’s Progress

Identify Areas for Improvement

Web Measurement

Fairly even split between brokers measuring and

not measuring their website performance

How do you measure your brokerage’s

online traffic?

Google Analytics

Google Analytics

Audience Overview tab

Sessions – Period of time a user is actively engaged on your site

Users – Includes both new and returning users

Bounce Rate – Percentage of single-page visits

Google Analytics

SEO Queries Report Keywords your site ranks for (on Google)

The average position of your site, for each keyword

Click-through rate of individual pages

Google Analytics

SEO Queries Report cont’d

“Winnipeg insurance broker” keyword search

Google Analytics

Landing Pages Report

Google Analytics

Tracking SEO Results over Time

The SEO Essentials

In Summary

Create a modern, user-friendly website

Have a mobile-optimized website

Establish an SEO strategy

Create useful content

Establish a social media presence

Build relationships with authoritative websites

Optimize your site for display on local search

Track & refine your SEO, e.g. Google Analytics

How to Get Started with SEO?

In Summary

Learn More…

CSIO.com

Broker Corner

Advisory Centre

SEO white paper & videos

Twitter: @CSIO

Email: info@csio.com

Resources:

RSVP to our 2015

Members’ Meeting!

Questions?

Questions

Thank you for attending our

Talk, Share, eXchange!

Thank you!

We’ll email you a link to the recorded webinar.

Stay tuned for the next TSX!